But hold on, wasn't the original Kickstart marketed as a “breakfast beverage”? Perhaps PepsiCo's ad men pulled a few too many late nighters and breakfast got forgotten about.

Not so, a PepsiCo spokesperson told me. The new flavours and branding are "an expansion of the line, not a marketing change".

Whatever the reason, Kickstart has obviously not been missing out on its own fortifying breakfast as the brand has amassed US$150m in sales since its launch last February. Now that's news worth staying up late for.